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Saudi Arabia Should Become the World’s Most Event-Friendly Country

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Saudi Arabia Should Become the World’s Most Event-Friendly Country插图

I went to Saudi Arabia earlier this month with lots of questions about the “Vision 2030” tourism strategy and came back with a contrarian conclusion: the Kingdom shouldn’t be chasing Dubai or the Maldives. The smarter pivot is simpler and far more achievable — become the world’s most event-friendly country.

Not just for Formula 1 and global sports. For everything. That means the full MICE spectrum, including corporate conferences, mid-tier concerts, trade shows, and regional summits. 

Events are the highest-velocity tourism product, and Saudi is sitting on an under-appreciated advantage: it already knows how to move people at scale.

Saudi Arabia has long mastered surge logistics, crowd flow, and hospitality under extreme conditions — capabilities honed over centuries of managing Hajj and Umrah. Few places on the planet can coordinate millions of arrivals with that level of precision. What it hasn’t done is connect those strengths to

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